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Cigarette advertisements have been banned from American TV since 1970, but e-cigarette commercials are now targeting an increasing number of kids and young adults.

That’s according to a new study, printed in the journal Pediatrics, which found a dramatic increase in the number of e-cigarette commercials airing on young-adult-friendly networks including Comedy Central and VH1.

In fact, the number of e-cigarette ads that reached children increased over twofold since 2011, and around 80 percent of those ads were for one e-cigarette brand, Blue eCigs.

E-cigarettes are battery-powered devices that simulate the experience of smoking by releasing a nicotine vapor.

“Researchers have yet to determine the direct health effects posed by inhalation of the vaporized chemical constituents of e-cigarettes,” says Pediatrics, adding, however, that “studies suggest that exposure to nicotine has deleterious effects on the brain during youth and young adulthood.”

E-cigarettes could act as a potential gateway to other forms of tobacco, researchers say.

“The rise in e-cigarette use among youth aged 12 to 17 years poses several concerns,” the study states. “E-cigarette use may lead to tobacco use, undermine social norms about tobacco, and delay cessation among cigarette smokers. It is unknown whether e-cigarette use increases youth risk for nicotine addiction or serves as a gateway, increasing risks that youth will transition to using other tobacco products.”

What do you think about e-cigarette ads appearing on youth-friendly TV networks? Tell us in the comments!

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